Tycoon and #ElDíaMásVillano in Latin America

Because of the next movie release of “Despicable Me 3”, Universal decided to do something special the past May 28th on social media through the hashtag #ElDíaMásVillanoTycoon Enterprises did an effort among its licencees, commercial partners and retailers in Center and SouthAmerica to move on this initiative and make some noise between the latinamerican followers before the movie release:






Thanks to the participation of Ronda, Nutella, Scribe, TicTac, Alpina, Noel, Covers Design and Petroquímicas we gave cookies, juices, puzzles and cases to the main social media influencers, creating conversation among people: +3M views, +10M impacted users and +200K interactions (likes and comments).

Also, in the 20 Éxito stores the hashtag #ElDíaMásVillano was celebrated with 15K posters with activities and official POP. The cashiers used official shirts, generating an extraordinary impact among colombians.










Thanks to the participation of Argos, Intek, Libesa, Toyng, Danone and Canontex, we gave 5 packs with notebooks, bedding goods, party goods, puzzles, flavor milks and collectible figures thorugh social media contests.

People and movie fans had to get dressed like their favorite “Despicable Me” character. Also via Facebook, “Despicable Me” fans were notified about the walk around characters presence in Cine Hoyts -La Reina to celebrate #ElDíaMasVillano on Sunday May 28th.





Also in Peru we reunite licensee product from Textiles Arval, Iasacorp and Cipsa and was sent t-shirts, mugs, jumping balls, plastic balls and folders to the main social media influencers, generating a full impact among social media. Also, there was digital social media support from Do iT!Kids and Mundo Comics. On Lima #ElDíaMásVillano was Trending topic.


Central America





On El Salvador there was some activities on La Gran Via St. Jacks’s store; also the hashtag and news generated from #ElDíaMásVillano were comunicated in Diario La Prensa and the principal broadcasters EXA, Las 40 Principales, VOX, FULL, Orbita and La Femenina.

Panama worked on an expectation campaign with the “construction windows” concept in the 4 principal traffic stores of the country (Steven’s) from May 28th to June 15th.

These activities generated a full campaign never seen before for “Despicable Me 3” in South and Central America, thanks to the parallel effort among retailers, influencers, licensor and licensees with extraordinary results. Now we just have to wait for the next movie release on Summer.






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